Subway has just launched a new sandwich for its premium menu — the Beef Bacon Chipotle sandwich, prepared with Subway’s new shredded beef, bacon, cheese and a delicious, mildly hot, chipotle sauce.

In the video, created by Wieden+Kennedy, our main character is surprised to find several bites taken off his Beef Bacon Chipotle sandwich and searches for the culprits, who give him dubious denials. Along with TV spots, the product launch strategy includes social media, radio and outdoor media.

“Beef Bacon Chipotle. The sandwich has a touch of Mexico. The video has a touch of humor. The Beef Bacon Chipotle makes you say “te quiero all to myself!” — states Eduardo Lima, Wieden+Kennedy SP Creative Executive.